Content (Is) King: Robert Rose on Content Marketing
This is where marketers must get out of the mindset of "channel first, then message."
We're taught to think, "What's our TV campaign going to say?" or "What's our print campaign going to consist of?" We think medium first—message second. Instead, when we think content, we need to think content first, channel second. What's the story, then which channels should we tell it on?
4. How do you make time in a busy marketing schedule to create this content and the processes to support it?
We all have the same time allotted to us. It's how we prioritize it that differentiates us. So, when we say we "don't have the time" for content marketing, what we're saying is that we actually don't think it's very important. This is truly one of the biggest reasons that content fails the business.
Right now content is everyone's and no one's job in the business. B-to-B businesses continually suffer from this—where people have to beg, borrow and steal resources in order to get a content program done. Until content is prioritized, invested in and accorded the same privileges and accountability that "regular" marketing has, it will never be a priority and this will always be the question.
So this is probably the biggest focus of our Master Class. How do we make the function of content real in our business? How do we make a business case, not for the project, but for the process of content marketing? Those that are truly succeeding in content marketing have made the decision to change, and have taken the action to make that change real.